Pretty much all of them contained the messages we wanted – that The Royal Mint has been marking major occasions with beautiful, collectable coins for the last 1,000 years – and that they use the time honoured design skills alongside cutting edge technology to create these mini-masterpieces.

Doesn’t get better than that when it comes to a spot of publicity. What’s more, we’re told that the coins are selling like hot cakes. The power of a cracking story neatly executed by a top team of publicists.